Jult: If it's going to be ticktock or connected t v or something that a lot of brains aren't spending in yet, try to free up what you're freing up. Taked scale spend is cheaper media at this point in time than fron todo pre post analysis. The more specialized and nitch focused, the better. Jult: Let's go spending 20 or 30 % of the country and measure it without trying tripod cast, tri podcast advertising.
Multi-touch attribution, media mix modeling, matched market testing. Are these the three Ms of marketing measurement (Egad! The alliteration continues!)? Seriously. What's with all the Ms here? Has anyone ever used experimentation to build a diminishing return curve for the impact of a media measurement technique based on how far along in the alphabet the letter of that technique is? Is "M" optimal?! Trust us. You will look back on this description after listening to this episode with John Wallace from LiftLab and find it… at least mildly amusing. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.